Page 225 - Writing Winning Business Proposals

216 Writing Winning Business Proposals

Your and Your Competitors’ Relationship
with Our Buying Committee

Remember when we discussed (in Chapter 6) the five different buying roles played
by management on our consultant-selection committee? As regards pricing, these
different roles intersect with various human considerations—the intangible,
touchy-feely, between-the-lines elements of our organization. Obviously, if you
have strong relationships with our buying committee or have done high-qual-
ity work for us, you will be in an advantageous position. Conversely, if you are
relatively unknown to our buying committee or have not worked for us before,
you will be disadvantaged compared with competitors with whom we have estab-
lished relationships. As you know, the quality of relationships often supersedes
and trumps all the logical elements of a proposal opportunity.
The quality and intensity of these relationships could well influence your
pricing, as suggested in Figure 13.6. If you and your firm are known to us, you
could suggest that we should have a higher degree of confidence in your actu-
ally achieving the desired results you propose, and that confidence could justify
a premium price. Conversely, if we haven’t had a chance to gain confidence in
you and your firm, you might reduce your price to get your foot in the door. As
is the case with my trusted roofer, price will not bridge a large perceived gap
in capability. But it certainly is important when two or more consultants are
viewed as comparable.

How do your relationships with me and my colleagues compare to your
How do your relationships with me and my colleagues compare to your
competitors’ relationships?
competitors’ relationships?
‡ How experienced is the buying committee in working with consultants?
‡ How experienced is the buying committee in working with consultants?
‡ How strong is your relationship with me and others on the selection committee?
‡ How strong is your relationship with me and others on the selection committee?
‡ At what organizational level is the economic buyer?
‡ At what organizational level is the economic buyer?
‡ How involved will top management be in the project?
‡ How involved will top management be in the project?
‡ How experienced are we in working with you and/or your firm?
‡ How experienced are we in working with you and/or your firm?
‡ If you have consulted previously with us, how well was your work received?
‡ If you have consulted previously with us, how well was your work received?
‡ How competitive is this proposal situation?
‡ How competitive is this proposal situation?
‡ How strong are the competition’s relationships with the selection committee and
‡ How strong are the competition’s relationships with the selection committee and
with others in my firm?
with others in my firm?
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ricing stra
FIGURE 13.6 Pricing strategy related to your relationship with the buyerss
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